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Facebook Native Videos vs YouTube and other video formats

2.
This study analyzes the difference between Facebook native video and other
third-party video integrations (YouTube, Vimeo etc.). quintly analyzes not only
the share of posts, the amount of interactions but also identiﬁes which video
formats are promoted most with ads.
quintly analyzed more than 1 Million video posts published on Facebook

3.
10 %
Vimeo 1%
24 %
65 %
@quintly
Share of Video
Post Types on
Facebook
YouTube
Facebook
native
Other
Facebook Native Videos dominate
YouTube videos increasingly under pressure on Facebook
The option uploading straight to Facebook
dominates users timelines. We found that
just 1/4 of all videos are YouTube embeds.
Other players including Twitch, Vevo and
Red Bulls own media player reach
collectively a share of 10%.
Chart: Share of videos by video platform
on Facebook
Data source: quintly analyzed a sample set of
more than 1Million Facebook posts. Data Period:
July - November 2015

4.
4x higher interactions on Facebook native videos
YouTube videos receive signiﬁcantly less interactions than Facebook native videos
Videos uploaded directly to Facebook receive a notably higher
amount of interactions, including likes, comments and shares.
This seems to be caused by the Facebook EdgeRank
incentivizing marketers to use the in-house service as well as
other features like auto-play.
Bar-Chart: Average number of interactions per video
Data source: quintly analyzed a sample set of more than 1Million
Facebook posts. Data Period: July - November 2015
Facebook
native
2712
YouTube
605
Vim
eo
202
Other
843
@quintly

5.
Check out your own social media stats
Try quintly for free: quint.ly/start_free

6.
Analyzing the share of sponsored posts, our algorithm shows
that Vimeo and Facebook videos tend to be sponsored most
frequently.
Vimeo which did not play a major role as interaction driver or
in amount of shares, seems to be interesting for brands to
promote with ads.
Bar-Chart: Share of sponsored posts by video-type in percent
of all videos posted
Data source: quintly analyzed a sample set of more than 1Million
Facebook posts. Data Period: July - November 2015
Facebook and Vimeo videos sponsored more often
Brands are less likely to promote YouTube videos on Facebook
Facebook
native
YouTube
Vim
eo
Other
10,4%
7%
10,3%
8,6%
@quintly

7.
Facebook pages have the possibility to use multiple
platforms for video updates in the analyzed period.
This bar chart shows that YouTube is used from 60% of
pages and Facebook native videos from 78%.
Bar-Chart: Usage of different video platforms by
Facebook pages in percent
Data source: quintly analyzed a sample set of more than 1Million
Facebook posts of Facebook pages that use video posts.
Data Period: July - November 2015
38.0%
38% of pages use Facebook videos in their strategy
Most brands use not only one video format; YouTube still strong with 29%
@quintly
Facebook
native
28.6%
YouTube
3.4%
Vim
eo
10.6%
Other

8.
Check out your own social media stats
Try quintly for free: quint.ly/start_free